Battle of the Baddest: Rumble

A 90-second promotional film for the Tyson Fury versus Francis Ngannou heavyweight fight staged under Riyadh Season, built on the boxing phrase about living rent-free in an opponent's head. Made with the General Entertainment Authority, Saudi Media Group, ESPN and Park Pictures, it won a Sports Emmy for Outstanding Promotional Announcement and three Grand Prix at Dubai Lynx.

The brief

Boxing fans worldwide, for Riyadh Season's heavyweight bout between Francis Ngannou and Tyson Fury.

The idea

A 90-second film turns the boxing notion of occupying an opponent's mind rent-free into a portrait of each fighter's mental and physical build-up; it later won a Sports Emmy.

What to borrow

Building a fight promo on the psychology before the bout gives it tension even for viewers who do not follow boxing.

Brand	Riyadh Season
Agency	Droga5
Talent	Tyson Fury, Francis Ngannou
Channels	TV, digital
Source	Arab News